Page titles are probably the most overlooked aspects of SEO. Crafting a good page title is a must-have skill for anyone aiming for high SERP conversions. Title tags are a major factor in helping search engines understand what your page is about, they also determine the first impression visitors have of your page. It’s important to always optimize your page title as search engines mostly rely on it when ranking because it gives an insight into the content of a page. To excel at SEO & get business online, it is important to play by Google’s rules. In 2017, Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06%, clearly ranking on Google is essential. Whether you’re looking to improve the SEO of your website, or increase the impact of a content marketing strategy, optimizing page titles is an important step. In this article, we’ll talk about best writing practices for page title optimization. Pay attention to lengthGoogle will display 50-60 characters of a page title in the search results before cutting it off, so you should aim for page titles that are around 55 characters or less in length, including spaces. The length of your page title can affect how it is presented in the SERP. If it’s too long, it’ll be truncated. If it’s too short, Google might decide not to show your page in the search results at all, or simply overwrite your title. Source: Google.com To be safe, make sure the most important or descriptive words in the keyword are towards the beginning so they’re less likely to get cut off. A good page title should be structured like this: Primary Keyword – Secondary Keyword | Brand Name. Note that longer titles may work better for social sharing in some cases, and some titles are just naturally long. While it’s good to be mindful of how your titles appear in search results, there are no penalties for using a long title. Use your judgment, and think like a search engine user. Write unique titles for every pageEvery page on your website is unique and it should be treated as such. It’s important to have specific, descriptive titles for each page on your site. The Page title should reflect the individuality of each page. Unique titles help search engines understand that your content is unique and valuable, and also drive higher click-through rates. Customize the page title on each page of your website so that they accurately describe what’s on that specific page. With 57% of B2B marketers stating that SEO generates more leads than any other marketing initiative, won’t it be smart to ensure your business pages are seen and understood? On the scale of hundreds or thousands of pages, it may seem impossible to craft a unique title for every page, but modern CMS and code-based templates should allow you to at least create data-driven, unique titles for almost every important page of your site. Use your target keywordEvery page on your website should answer a question or provide valuable information someone is searching for. Your website will be more useful to searchers if it ranks in search for the right term – just when they’re looking for the information you provide. This is extremely important. A well-crafted title should include your target keyword. So for each page, you should have a target keyword (or a few) in mind. Since Google’s algorithm uses the page title as one of the main ways to determine what a page is about, A good title helps both search engines and users understand what the page is about, and having your keywords in the title is a step towards that direction. That makes it clear to Google that this page is relevant for anyone searching for that specific term. It’s sometimes helpful to have a few descriptive terms in the title, but it is overkill to have the same words or phrases appear multiple times. While there is no penalty built into Google’s algorithm for long titles, you might face challenges if you start stuffing your title full of keywords in a way that creates a bad user experience, such as: Buy shoes, Best shoes, Cheap shoes, shoes for Sale. This kind of keyword stuffing can make your results look like spam to Google and to users. Create titles for users and not search enginesThis is also very crucial. Your titles should be interesting enough to catch and hold the attention of searchers. While page titles are very important to SEO, remember that your first goal is to attract clicks from well-targeted visitors who are likely to find your content valuable. It’s important to think about the entire user experience when you’re creating your titles, in addition to optimization and keyword usage. The page title is a new visitor’s first interaction with your brand when they find it in a search result — it should convey the most positive, important and accurate message possible. Avoid vague descriptors like “Home” for your home page, or “Profile” for a specific person’s profile. Also avoid unnecessarily long or verbose titles, which are likely to get truncated when they show up in the search result listings. Outsource your SEO auditingConsistent SEO plays a vital role in helping you achieve your goals. But you can’t just spend a week dedicated to SEO and be done with it for the next three months and expect success. You need to actively track your progress adjust as required. An SEO company will offer you guidance in a constantly evolving industry with optimal strategies changing. Their sole purpose is to help you improve your visibility online. An SEO company will help place keywords in your page titles to help Google rank your page, add well written, keyword rich copy to underperforming landing pages. These SEO professionals also provide a range of services, including auditing your site, developing a tailored SEO strategy, and implementing the tactics that will help your business rank for keywords and gain organic traffic through search engines like Google, Bing, and Yahoo. Outsourcing to an SEO company will give your website the best possible chance of placing highly in search engine rankings and driving a higher volume of relevant traffic to your website. Within months of having your website SEO outsourced to the right people, you should find that your website’s traffic skyrockets. Whether your aim is to optimize your page title or drive traffic to your website in order to increase your profits or your website’s popularity, ensuring your page titles are optimized put your site on the right lane! from https://searchenginewatch.com/2018/08/31/page-title-optimization-holy-grail/
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With recruitment as competitive a market as it has ever been, it’s essential to ensure every careers page or job vacancy on your website is fully optimized in order to place it in front of the perfect candidate online. They are some of the largest and most powerful websites around, but typically online job boards lack page authority, so while you cannot compete with them on a domain level, you can still outrank these huge companies with good SEO. The next step is selling your vacancy to the candidate, which can sometimes be a tough process, but one that your job pages can definitely help you out with. How should you go about doing this? Conduct thorough keyword researchYour first port of call to ensure your careers pages are fully optimized is to conduct some thorough keyword research in order to identify relevant keywords to target on your job pages. Location-specific job searches invariably have a favorable ratio between search volume and keyword difficulty (competitiveness), so it’s crucial to ensure you are targeting properly before you begin to optimize. Ahrefs is my tool of choice for this due to the ease of use and array of filters available to use. Use internal linksInternal links are your chance to tell Google which pages on your site are the most important. You can manage your internal links as you wish, but one recommended strategy is for any page you are trying to rank, you should point internal links at it from the more powerful pages on your website. A good way of finding these authoritative pages is by using the ‘Top Pages’ category in ahrefs (other tools are available) which will filter your pages by URL rating (authority) in a descending order. You are left with a list of your most powerful pages ready to be linked from. When trying to boost vacancy pages, adding natural looking anchor text along the lines of ‘Like what you are reading? See our latest job openings’ and linking to the live positions can work well. Internal linking is an oft-underutilized strategy in SEO and Andy Drinkwater is one of the more prominent voices on the topic often sharing useful, actionable information with the SEO community. Maximize your contentEnsure the copy featured on each of your careers pages is optimized to rank well. Your content should be specific to your company and the individual role, with a minimum word count of 250 words. Make it enticing! And if your company has a personality, ensure you show it. The copy itself should be relevant and informative to the user, answering any specific queries they may have. The more information you can give the prospect the better. Avoid duplicate content at all costs and try to be creative – you can assume the job seeker is looking at a number of job posts so you really need to try and stand out here. Go behind the scenesProvide potential employees with a look behind the scenes at your offices before they apply for a role. This is likely to benefit both you and the prospective employee as they can see if the environment appeals to them. An office walkthrough is the ideal way to show what life is like at your company, plus the tour footage can form part of your Google Business listing (if recorded by an accredited Google Business). Appearing alongside your company address and telephone number, it’s an effective way to boost your site’s local SEO. If you really want to stand out from your competitors, however, why not invest in a 360 degree tour of your office? This can also be VR-based. Interactive and realistic, it’s the next best thing to being in your office in person and will help a prospective employee to really visualize working for you. Once you’ve taken these factors into consideration, you also need to think about Google Jobs. What is Google Jobs?Having launched in the US in 2017 and the UK in July this year, Google’s new job search tool Google Jobs looks set to radically alter the way job seekers search for roles, also impacting recruitment agencies and their processes. Google caused a disturbance in the flight industry with the launch of Google Flights, which saw an immediate uptake in bookings from customers who were frustrated by the tendency of airlines to withhold information about additional costs such as baggage fees whilst booking, in order to make their flights appear cheaper. Inc.com attributed the success of Google Flights to increased transparency to customers, who are able to see all the relevant costs prior to booking a flight, plus any predicted delays. The impact of the launch of Google Flights was immediate, with Business Insider stating the platform was “…an embarrassment to the airline industry”. The search engine’s success in identifying and capitalizing upon weaknesses in the travel and tourism industry is expected to be replicated in the recruitment industry with the launch of Google Jobs. Simply recognizing users’ frustration at a lack of information, collating results at once and then proceeding to provide this information immediately results in a more valuable service for users. What does the launch of Google Jobs mean for job vacancies online?Google Jobs has been designed to simplify and speed up the process of job-hunting for the job-seeker. At the US launch of Google Jobs last year, Google CEO Pichai Sundar announced that the purpose of the tool was to “better connect employers and job seekers”. Users are able to filter roles by key criteria such as necessary qualifications and experience, working hours, salary and commute. Recruiters and employment platforms currently working with Google Jobs include LinkedIn, Monster, Glassdoor and Payscale (but interestingly, not Indeed). The impact on recruitments companies will be severe. Even if you were ranking #1, you will now have the Google Jobs ‘import’ sitting above you plus the usual PPC ads. While it’s safe to assume that Google will weight Google Jobs above all other recruitment platforms, it is worth bearing in mind that the company recently received a $5 billion fine from the EU for abusing their Android dominance, so they may – initially at least – proceed with more caution than usual.
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ABOUT MEPleasure to introduce myself I am Gillian 32 from Calgary, Canada. I am working as social media expert and have helped many clients with their social media marketing. Archives
July 2019
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